In today’s era of outdoor adventure sports where social media followers, engagement, and ‘likes’ have shaped the industry, an important question remains unanswered: If a snowboarder rides a steep, exposed line in the Whistler backcountry and no one sees it or hears it, did it really happen? Joe Lax would put this age-old philosophical debate to rest— “Who cares”? A 44-year-old Pemberton local, Lax has created a life defined by snowboarding, family, and wildfire. Despite his accolades in the mountains, leaving his mark on the iconic lines of British Columbia that have defined an industry, you’ve likely never heard of him. And he’s happy to keep it that way.

Featuring: Joe Lax & Joel Loverin

Produced by: Reelwater Productions

Click here to read Joe Lax’s feature profile from Issue 21.1.